- Category – RTD, rum-based, 5.9% abv
- Available – From this month
- Location – The US, initial release in Miami market
- Price – SRP of US$12.99 per four-pack of 12oz (35.5cl) cans
US-based start-up Casalú has unveiled a canned pre-mix that uses dark rum as its base.
Positioned as a “rum-based hard seltzer”, the namesake brand kicks off with Limón, which will be “self-distributed” in Miami, where the founders are headquartered. The brand name is derived from the Spanish words for home (Casa) and health or cheers (Salú).
Marketing activity to back the local launch will feature outdoor advertising and Social Media presence.
Casalú was co-founded last year by Ricardo Sucre, Gabriel Gonzalez and Gustavo Darquea, all of whom have spent time in Latin America.
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“For us, it didn’t make any sense that we could identify a brand with clear Latin roots in every alcohol and liquor category, but none that resonated in the seltzer space,” said Gonzales.
Earlier this month, Diageo signalled its RTD-related intent in the US with plans to open a US$110m canning facility in the country to accelerate its share of the segment. Located in Plainfield, Illinois, the 225,000 square-foot site will have an annual production capacity of around 25m cases of RTDs.